By: Irina Skaya
With 89 days left till DTV transition, it is important to understand why it’s happening and who will be affected. On February 17, 2009 at 11:59 p.m. all television stations across the U.S. are required to broadcast digitally only, phasing out analog broadcasting. The digital TV transition promises better sound, clearer pictures and most-importantly, multi-cast channels that will allow for more content and better targeted information. Earlier this morning, the National Association of Broadcasters forewarned the audience at the Multicultural Marketing Conference about who will be affected by the transition and discussed what advertisers can do to smooth out the analog-to-digital process.
Although most of us are DTV-ready or have made plans to purchase new TV sets with a digital turner or a converter box, or subscribe to a pay-TV service, many seniors, low-income families and those who reside in rural areas will need to upgrade . So, how many are approximately affected? Approximately 19.6 million (17%) of US households receive their television signals through a rooftop antenna. Another 34.5 million (31%) have some over the air usage, meaning they may have a family room set connected to cable, but their bedroom set may broadcast over the antenna. And who specifically is affected? Many of the low-income families include Hispanics. In fact, as many as forty-one percent of Hispanic house-holds where Spanish is the primary language, will need to upgrade their TV sets. This number is especially important to multicultural advertisers whose target audiences are Hispanics.
What are some marketing efforts being put in place to spread the word about the upcoming digital transition?
From local churches, analog shut-off tests to “Trekkers” and monitors in grocery shops and gas pumps, DTV transition messaging is targeting Hispanics at work, in their homes and where they hang out. The television industry’s plan of $1.1 billion has made the transition process affordable for anyone. Each household regardless of income can apply for up to two coupons that run between $40 and $75. So far 35 million coupons have been requested from 18 million households. If a household orders coupons, there is a 90 day expiration day, and once it aspires, they cannot get another coupon. With the numerous number of efforts from the broadcasting industry and the government, the percentage of people unprepared for DTV transition is expected to be low. As advertisers, we can help aid the transition by promoting the transition to our clients via emails, events, and online efforts.
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